WE WILL BE STARTING IN 5       MINUTES
HASHTAG:#ETourismAfrica
WIFI    Network:E Tourism Summit   Password:   capetown
FACTS & FIGURES
BUT FIRST A GRAPH...
AUDIENCE BOREDOM INDEX          (ABI)                   AUDIENCE INTEREST                                                 ...
THE FUTURE IS  ONLINE• 58% of all travel is now researched, booked  bought and sold online• 96% of travellers start their ...
Avoiding Extinction
GLOBAL MARKET   CHALLENGES• Tour Operator driven model is diminishing• KPMG lists 49% of TOs as in decline and 24  major T...
Leading Source for Travel      Information
THE FUTURE IS   SOCIAL• 40% on average of all time online is spent  social networking• Facebook is one of the largest popu...
REACHING THEONLINE MARKET
Freedom
Customization
Scrutiny
Integrity
Collaboration
Entertainment
Speed
Innovation
E-Tourism means• Communicating the right• Content across a variety of• Channels to the best value• Clients who will• Conve...
This means•   Realtime Bookability and E-Commerce•   Strong Social Media Presence•   Facebook, Twitter, YouTube Channel, B...
KNOW YOURMARKET TO GROW YOUR MARKET
THE FUTURE OFGROWTH WILL BEABOUT YIELD AND  NOT ARRIVALS
THE FUTURE TRAVELLERWILL TRAVEL LESS AND   EXPECT MORE...
Once In a Life Time...
A Tale of Two Giraffes• Selling the same product side by side is a  real challenge
THE MARKET IS TOOCROWDED AND TOOLOUD TO BE MAKING  BLAND GENERIC    STATEMENTS
ESPECIALLY IN A MARKETDRIVEN BY SEARCH AND     SOCIAL MEDIA
STRONG UNIQUE  MESSAGING
We have to tell aninteresting story...
The Web is Changing    Constantly...
Content Generation• Over the past 6 years the web has changed  radically• People have become able to create content  on th...
What Does That Mean?
SLIDE34
Our Users Are In    Control
You need to work with       them...
And they come  prepared...
Leading Source for Travel      Information
SOCIAL ON THE    ROAD • 72.7% of US social network users accessed   social networks at least daily while they   were trave...
VICARIOUS TRAVEL
Multiplying theTravel Experience•   The vicarious travel experience effectively    means that each person is now travellin...
EVERYONE IS A BLOGGER...
Everyone Advisor
THE SINGLE STUPIDEST THINGYOU CAN DO IF YOU WANT GOOD UGC
AND I CANGUARANTEE LOTS OF YOU DO IT...
QUESTION...
DO YOU GIVE YOUR    GUESTS AN ELECTRICITY AND WATER BILL WHENTHEY CHECK OUT?...
THAT WOULD BE   CRAZY...
THENWHYDO YOU CHARGETHEM TO USE THE  INTERNET?...
KEEPING IT SIMPLE
Had I the heavens embroidered cloths,     Enwrought with golden and silver light,   The blue and the dim and the dark clot...
OR....
It’s a Visual Medium:Show Me Don’t Tell Me
Show me an experience   that inspires me...
The Media Rules have     changed...
MEDIA IS NOWYOU AND  ME-DIA
Individuals Become  Broadcasters &    Syndicators
Content Goes Viral • Content is easy to produce and easy to share • Once released into cyberspace, users share,   refer an...
ENTIRE CAMPAIGNS  ARE NOW RUN     VIRALLY
The Market is more creative than the    Marketer...
Show Business is being    Shaken Up...
Popular Somebody....• Original Video: 316 Million views• 4th most liked Video• Over 40 cover versions, tributes, parodies ...
Anything can becomepopular... and creative
Reporting a stolen    scooter...
NEK MINNIT(Next Minute)
User Generated     Content:Raw, Real, Reliable...
Africa goes Viral• ‘The Battle at Kruger’ a tourists video shot in  South Africa has become the 12th most  popular video o...
THIS CONTENT IS  ENGAGING...   LITERALLY
SUCCESSFUL SOCIALMEDIA CONVERSION    REQUIRES   CONSTANT  ENGAGEMENT
Conversion• There is so much competition in the  marketplace and so much demand from the  market for sales that CONVERSION...
SOCIAL SELLS• US online buyers who were led to their  purchase by a search engine or social media  site (November 2010)• S...
Social Conversion• Spending on Social Media Advertising has  doubled in the last year• Ad spend on Facebook in 2011: $4 Bi...
Your Content direct to          the   Right Audience...
What do people love  to talk about?
Opinions      are important• 20% of North Americans read reviews before  making a hotel booking during domestic  travel.• ...
Trip Advisor
Response time is speeding up...
TRAVELLING MOBILE•   Three out of ten cell phones in use in the US are now    "smartphones" with internet connectivity.•  ...
THE FUTURE IS MOBILE AND LOCATION BASED• Tools, Apps and Sites that know where you  are are becoming very popular• Find in...
FUTURE FOCUS • SLOMO: • Social Media driving referrals • Local Based Content & Services • Mobile as a means of publishing ...
KEEP AWARE...KEEP EVOLVING
LET’S GETCREATIVE
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E-Tourism Africa Opening

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Opening Presentation by Damian Cook from E-Tourism Frontiers at the 5th Annual E-Tourism Africa Summit in Cape Town September 2012

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E-Tourism Africa Opening

  1. 1. WE WILL BE STARTING IN 5 MINUTES
  2. 2. HASHTAG:#ETourismAfrica
  3. 3. WIFI Network:E Tourism Summit Password: capetown
  4. 4. FACTS & FIGURES
  5. 5. BUT FIRST A GRAPH...
  6. 6. AUDIENCE BOREDOM INDEX (ABI) AUDIENCE INTEREST HOW FASCINATING 100 75 50 25 10mins 20mins 30mins 40mins 0 50mins 60mins KILL ME NOW SLIDE 34
  7. 7. THE FUTURE IS ONLINE• 58% of all travel is now researched, booked bought and sold online• 96% of travellers start their research on the internet• Travel sales are expected to double this year, exceeding $300 Billion
  8. 8. Avoiding Extinction
  9. 9. GLOBAL MARKET CHALLENGES• Tour Operator driven model is diminishing• KPMG lists 49% of TOs as in decline and 24 major TOs bankrupted in 2011including Thomas Cook• Online regarded as motivating factor• Lack of customized and dynamic travel bookings
  10. 10. Leading Source for Travel Information
  11. 11. THE FUTURE IS SOCIAL• 40% on average of all time online is spent social networking• Facebook is one of the largest populations on earth with over 850 Million people• Social media is more popular and powerful than TV and print media combined
  12. 12. REACHING THEONLINE MARKET
  13. 13. Freedom
  14. 14. Customization
  15. 15. Scrutiny
  16. 16. Integrity
  17. 17. Collaboration
  18. 18. Entertainment
  19. 19. Speed
  20. 20. Innovation
  21. 21. E-Tourism means• Communicating the right• Content across a variety of• Channels to the best value• Clients who will• Convert to a sale and keep• Coming back
  22. 22. This means• Realtime Bookability and E-Commerce• Strong Social Media Presence• Facebook, Twitter, YouTube Channel, Blog..• Managing Online Relationships• Managing and Optimizing Conversion
  23. 23. KNOW YOURMARKET TO GROW YOUR MARKET
  24. 24. THE FUTURE OFGROWTH WILL BEABOUT YIELD AND NOT ARRIVALS
  25. 25. THE FUTURE TRAVELLERWILL TRAVEL LESS AND EXPECT MORE...
  26. 26. Once In a Life Time...
  27. 27. A Tale of Two Giraffes• Selling the same product side by side is a real challenge
  28. 28. THE MARKET IS TOOCROWDED AND TOOLOUD TO BE MAKING BLAND GENERIC STATEMENTS
  29. 29. ESPECIALLY IN A MARKETDRIVEN BY SEARCH AND SOCIAL MEDIA
  30. 30. STRONG UNIQUE MESSAGING
  31. 31. We have to tell aninteresting story...
  32. 32. The Web is Changing Constantly...
  33. 33. Content Generation• Over the past 6 years the web has changed radically• People have become able to create content on the internet with no skills or technical knowledge• Users mainly consume content from other users
  34. 34. What Does That Mean?
  35. 35. SLIDE34
  36. 36. Our Users Are In Control
  37. 37. You need to work with them...
  38. 38. And they come prepared...
  39. 39. Leading Source for Travel Information
  40. 40. SOCIAL ON THE ROAD • 72.7% of US social network users accessed social networks at least daily while they were travelling.
  41. 41. VICARIOUS TRAVEL
  42. 42. Multiplying theTravel Experience• The vicarious travel experience effectively means that each person is now travelling with an average of 200 spectators• These are not passive spectators• They are engaging, commenting and recommending constantly• Travel suppliers now need to be a part of this atmosphere of constant engagement
  43. 43. EVERYONE IS A BLOGGER...
  44. 44. Everyone Advisor
  45. 45. THE SINGLE STUPIDEST THINGYOU CAN DO IF YOU WANT GOOD UGC
  46. 46. AND I CANGUARANTEE LOTS OF YOU DO IT...
  47. 47. QUESTION...
  48. 48. DO YOU GIVE YOUR GUESTS AN ELECTRICITY AND WATER BILL WHENTHEY CHECK OUT?...
  49. 49. THAT WOULD BE CRAZY...
  50. 50. THENWHYDO YOU CHARGETHEM TO USE THE INTERNET?...
  51. 51. KEEPING IT SIMPLE
  52. 52. Had I the heavens embroidered cloths, Enwrought with golden and silver light, The blue and the dim and the dark cloths Of night and light and the half-light, I would spread the cloths under your feet: But I, being poor, have only my dreams; I have spread my dreams under your feet;Tread softly because you tread on my dreams.
  53. 53. OR....
  54. 54. It’s a Visual Medium:Show Me Don’t Tell Me
  55. 55. Show me an experience that inspires me...
  56. 56. The Media Rules have changed...
  57. 57. MEDIA IS NOWYOU AND ME-DIA
  58. 58. Individuals Become Broadcasters & Syndicators
  59. 59. Content Goes Viral • Content is easy to produce and easy to share • Once released into cyberspace, users share, refer and pass on content to each other • It spreads and it spreads fast...
  60. 60. ENTIRE CAMPAIGNS ARE NOW RUN VIRALLY
  61. 61. The Market is more creative than the Marketer...
  62. 62. Show Business is being Shaken Up...
  63. 63. Popular Somebody....• Original Video: 316 Million views• 4th most liked Video• Over 40 cover versions, tributes, parodies and alternative versions• Total views: Over 330 million
  64. 64. Anything can becomepopular... and creative
  65. 65. Reporting a stolen scooter...
  66. 66. NEK MINNIT(Next Minute)
  67. 67. User Generated Content:Raw, Real, Reliable...
  68. 68. Africa goes Viral• ‘The Battle at Kruger’ a tourists video shot in South Africa has become the 12th most popular video on YouTube• It has been viewed over 66,276,000 times and counting
  69. 69. THIS CONTENT IS ENGAGING... LITERALLY
  70. 70. SUCCESSFUL SOCIALMEDIA CONVERSION REQUIRES CONSTANT ENGAGEMENT
  71. 71. Conversion• There is so much competition in the marketplace and so much demand from the market for sales that CONVERSION of interest to sale is essential• As search and social becomes increasingly monetized branding alone is not a good investment• To see return on your online investment you need to convert
  72. 72. SOCIAL SELLS• US online buyers who were led to their purchase by a search engine or social media site (November 2010)• Search: 51%• Search and social: 48%• Social: 1%
  73. 73. Social Conversion• Spending on Social Media Advertising has doubled in the last year• Ad spend on Facebook in 2011: $4 Billion up 1600% from 2010• Video Advertising growing
  74. 74. Your Content direct to the Right Audience...
  75. 75. What do people love to talk about?
  76. 76. Opinions are important• 20% of North Americans read reviews before making a hotel booking during domestic travel.• 33% of North Americans read reviews before making a hotel booking before overseas travel to Europe.• 50% of North Americans read reviews before making a hotel booking before booking long haul travel. source: NEW MEDIA TREND WATCH
  77. 77. Trip Advisor
  78. 78. Response time is speeding up...
  79. 79. TRAVELLING MOBILE• Three out of ten cell phones in use in the US are now "smartphones" with internet connectivity.• In 2010, nearly two in ten travelers (19%) have downloaded a travel-related application (app) to their smartphone.• Half have navigated a destination using the built in GPS functionality or searched for the latest information on flight schedules and delays.• Three in ten have compared airfares or hotel rates or shared information or photos about their travel experiences using their smartphone.• One in six has booked air travel or lodging or viewed a virtual visitor guide that provides information on things to do and see while visiting a destination.
  80. 80. THE FUTURE IS MOBILE AND LOCATION BASED• Tools, Apps and Sites that know where you are are becoming very popular• Find information and contacts around you• Post, report and relate to your content• More and more destinations are focussing on Location Based Services
  81. 81. FUTURE FOCUS • SLOMO: • Social Media driving referrals • Local Based Content & Services • Mobile as a means of publishing and sharing content
  82. 82. KEEP AWARE...KEEP EVOLVING
  83. 83. LET’S GETCREATIVE

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